Old Bay Consumer Insights

Who buys Old Bay? Old Bay consumers are generally median income, African American, and senior age. Old Bay consumers are more likely to purchase Old Bay during larger pantry stocking trips. Brands such as Mccormick, Swanson, and Sweet Baby Ray's also tend to be purchased in the same trip. Sample consumer insights data below.

Old Bay Basket Penetration

The sample data below comes from real shopping receipts. InfoScout has America's largest purchase panel, and captures 1 in every 500 shopping trips. Learn more about our data

Data shown is from 2014-2015. Contact us for real-time data.

Brand $ per Basket
$3.48
% of Basket $ (median)
5.1%
Total Basket $ (median)
$68.16

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  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Old Bay Consumer Demographics

demographic
index
Female
100
Male
104
<24
86
25-34
110
35-44
94
45-54
95
55-64
112
65+
117
African American
305
Asian
76
Caucasian
97
Hispanic
51
demographic
index
Has Kids
91
No Kids
120
- $20k
82
$20k-40k
98
$40k-60k
100
$60k-80k
126
$80k-100k
92
$100k-125k
87
$125k +
96
No College
101
College
100
Adv. Degree
98

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Old Bay Basket Affinity & Size

brand
basket affinity
Mccormick 7.2x
Swanson 5.2x
Sweet Baby Ray's 5.0x
Goya 5.0x
basket size
index
Urgent Need (1-2 Items)
10
Express Lane (3-10 Items)
54
Fill Up (11-20 Items)
162
Pantry Stocking (21+ Items)
396

Where is Old Bay Purchased?

channels
index
Club
84
Dollar
81
Drug
7
Food
184
Gas & Convenience
24
Mass
59
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Utz 1.9x
Perdue 1.7x
Sunny Meadow 1.6x
Snyders Of Hanover 1.5x

How Did They Pay?

method
index
Cash
106
Credit
92
Debit
99
Food Stamps
158

When is Old Bay Purchased?

day of week
Sun
17.5%
Mon
11.9%
Tue
10.3%
Wed
15.0%
Thu
10.8%
Fri
14.9%
Sat
19.6%
time of day
Morning
11.8%
Noon
18.2%
Afternoon
35.5%
Evening
29.1%
Late
5.4%

Data shown is from 2014-2015. Contact us for real-time data.

Get Better Data

Contact our sales team for real-time data and deeper insights.

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Real-time purchase and demographic data

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What other brands do Old Bay consumers purchase?

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Why do Old Bay consumers try new brands?

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Where do Old Bay consumers prefer to shop?

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Data Highlights

Real Time Shopper and Consumer Data

Daily, Not Quarterly
Rapid consumer and shopper insights.

More Shopping Trips Captured

1 in every 500 Shopping Trips
InfoScout captures 15 times more shopping trips daily than legacy panels.

Balanced Panel

The Real America
Our panel includes traditionally hard-to-reach segments like young mothers, high-income households and male millennials.

Examples of different retailer types

Omnichannel Visibility
Every retailer, from Big Box to Bodegas to Online.

Research the Old Bay Target Market

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Who actually buys Old Bay? Do these consumers match the intended target market of Old Bay?

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What motivates the target market to purchase Old Bay?

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What other target market should Old Bay look at?

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Which other brands have a similar target market?

Where Does Our Data Come From?

InfoScout has America's largest purchase panel. We capture 1 in every 500 shopping trips because over 300,000 users upload their shopping receipts (paper and electronic) through our mobile apps. Additional data is collected through behaviorally triggered surveys taken in our apps.

Learn more about our data

What Does InfoScout Do?

InfoScout provides next generation consumer insights that explain why people buy in an omnichannel world. Our solutions include shopper profile reports, consumer surveys, buy & why studies, and insights subscriptions.

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